HOW CAN D2C COMPANIES CREATE BRAND EQUITY WITHOUT HUGE MARKETING BUDGETS OR PRESENCE ON SHELF?
D2C brands have a tactical advantage over traditional brands as they amass great amounts of data about their consumer. This allows them to refine their product based on consumer feedback and tailor pricing and promotion strategies in real time.
Cutting out the ‘middle man’ also allows them to save costs which can be passed onto the consumer or reinvested in the business and product.
By forgoing traditional marketing techniques and relying instead on subscriptions, growth hacking and network marketing they have usurp legacy players and build new categories.
Whilst other huge conglomerates have piggybacked on their success through buying them out, Nike and Nestle have actually started to follow their example;
However, without offline distribution and the subsequent foot traffic D2C Brands lose the ‘owned media’ element of shelf space or high street branding and need to market in a more innovative way to achieve brand awareness at scale.
So how can D2C brands build brand equity and awareness, outside of the traditional offline support structure?
BDaily just published our advice for those D2C companies who are disrupting the traditional systems;
